Les marques ne savent pas trop quoi faire de leurs « likers »

Que faire des « likers », ces millions de fans qui plébiscitent telle ou telle marque sur leur page Facebook ? C’est la question qui agite les directeurs marketing. « Optimiser ces fans est difficile. Impossible de leur vendre directement des produits, alors en attendant mieux, on cherche surtout à les fidéliser », confie l’un d’entre eux. Et pour le faire, il n’y a rien de mieux … qu’un jeu vidéo social.

Ainsi, depuis le mois d’avril, les fans de Puma et d’Universal ont accès à Mamba Nation, un monde virtuel connecté à Facebook dans le quel les avatars peuvent « chater » gratuitement mais aussi effectuer des missions pour gagner en popularité. Le démarrage a l’air poussif : Mamba Nation revendique 192 000 inscrits alors que les marques qui servent de sponsors regroupent plusieurs millions de fans sur Facebook.

Mini France joue elle aussi la carte de l’interactivité. Le constructeur vient de lancer Mini Maps, un jeu vidéo de course automobile simple et très accessible. Sa particularité ? Il combine Facebook et les données satellite de Google Maps. Les joueurs peuvent donc s’affronter partout, sur les routes de campagne, comme sur les avenues les plus célèbres. Les MINIs utilisées dans le jeu sont personnalisables (couleur de carrosserie, teinte de toit, bandes capots, sticker de toit). Le jeu propose aussi 9 modèles originaux à débloquer. Histoire de frimer devant ses amis virtuels, tout en faisant de la publicité pour la marque.

C’est sympa. Mais le type de jeu utilisé par Mini France (jeu de course à plusieurs vu de dessus avec des commandes ultra simples) commence quand même à dater. Chez Antimatière, on y jouait il y a 20 ans sur Amiga !

Certes, c’est dans les vieux pots qu’on fait les meilleures recettes. Mais quand même, Maurice Mini pousse un peu loin les bornes des limites…

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17 commentaires

Je confirme, j’y étais et je m’appelais BAC…

Hum je me demande bien comment il s’appelait…

De toute façon, il devait etre dernier, il n’avait droit qu’au clavier…

Bonjour Sébastien,

Je travaille sur le projet Mamba Nation, nouveau territoire d’expression des jeunes et des marques.
J’aimerais te présenter l’expérience et les opérations de partenariats à venir.
As-tu des dispo dans les jours à venir pour une rencontre ?
A très vite.
Jérémy

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